Turner Duckworth Creates Identity and Packaging
Leading bourbon Jim Beam has launched a new global brand campaign to celebrate the notion that “People Are Good For You.” The campaign, which includes a new website and advertising — accompanied by the rollout of a visual identity and packaging — kicks off the brand’s strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers. A new spot was directed by Noam Murro with creative by Leo Burnett, and the visual design was created in partnership with Turner Duckworth.
“We started this process by going back to our heritage as a brand crafted through the generations by the first family of bourbon,” says Jim Beam Global Brand Vice President Veronique Mura. “Jim Beam is an iconic brand that has celebrated the power of human connection for over two hundred years, going back to the front porch of the Beam family home where everyone was welcome. Our new global brand campaign puts our authenticity and warmth on full display and reminds audiences that there’s no feeling more special than being around other people.”
Recently launched in the U.S., the new spot, including :15, :30, and :60 second versions, marks the start of a global campaign for Jim Beam that will debut in additional markets later this year. Set to the tune of one of the most iconic connection songs, ‘Sweet Caroline’ by musical artist Neil Diamond, the spot leans directly into the new campaign ethos that people are good for you. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy – whether at a bar with close friends or ones you’ve just met – that reflects the welcoming spirit of Jim Beam.
The refreshed visual identity started with an exploration of Jim Beam through the generations. It continues the down-to-earth warmth and welcoming informality that the brand is known for. From its logo featuring the iconic rosette, packaging, website and all consumer touchpoints, the visual identity will debut in the U.S. and Japan in June and then follow globally. The new campaign will be featured across all media channels, including broadcast, streaming, digital and social. Of the visual design, Matt Lurcock, Creative Director, Turner Duckworth London, says: “Great brands always seem to have a spirit of place about them. Talking to Fred Noe, the great grandson of Jim Beam, we kept hearing about the Beam family porch. It’s where Beam was first bottled and shared, where traditions were born and where folks came together time and again for more than seven generations. Bringing this spirit of the porch together with the unmistakable marks of Jim Beam retained all the brand’s familiarity, but packed it full of warm, honest soul.” Adds Britt Nolan, President and Chief Creative Officer of Leo Burnett: “Jim Beam’s new platform gives fresh energy to a point of view that’s always been at the core of this iconic brand’s DNA: People are good for you. We’re very proud to put work into the world that’s genuinely optimistic and uplifting.”